Pengaruh Promo Diskon "Dine Out Deals" dan Desain Komunikasi Visual terhadap Keputusan Pembelian Konsumen pada Layanan Grabfood di Sun Plaza Mall Kota Medan dengan Minat Beli sebagai Variabel Mediasi

Abstract

The decline in GrabFood usage compared to its competitors raises questions regarding market dominance and the platform’s growth sustainability. Visual communication design is expected to facilitate message delivery; however, the effectiveness of the “Dine Out Deals” visual promotional strategy on GrabFood at Sun Plaza Mall Medan City is questionable, as many consumers remain unaware of the promotion despite having seen its materials. This study aims to analyze the direct and indirect effects of the “Dine Out Deals” discount promotion and visual communication design on purchase decisions for GrabFood services at Sun Plaza, with purchase intention as a mediating variable. This research employs an associative approach, utilizing both primary and secondary data obtained through questionnaires. The population consists of all GrabFood users at Sun Plaza Mall Medan City, with an unspecified total number. The sampling technique used is non-probability sampling with purposive sampling. Data analysis was conducted using the SEM-PLS method. The variables include two independent variables, one mediating variable, and one dependent variable. A total of 21 statements were used in the questionnaire, thus the minimum sample size was 21 × 8 = 168, resulting in 168 respondents. Data collection was carried out through questionnaires distributed to GrabFood users at Sun Plaza Mall Medan City. The results show that the “Dine Out Deals” discount promotion and visual communication design have a significant direct effect on purchase intention. The “Dine Out Deals” discount promotion does not have a significant direct effect on purchase decisions, while visual communication design has a significant direct effect on purchase decisions. Furthermore, purchase intention has a significant direct effect on purchase decisions. The “Dine Out Deals” discount promotion indirectly and significantly affects purchase decisions through purchase intention, and visual communication design also indirectly and significantly affects purchase decisions through purchase intention.